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Rene Saavedra is one of the driving forces of a Chilean advertising agency run by Lucho Guzman. Bowing to international pressure, Pinochet conducts a referendum on his rule, which everyone expects to deliver a rousing endorsement to the president. However, Socialists like Urrutia are determined to mount a deafening "No" vote and he approaches Rene to mastermind the advertising campaign.